3. We want the Jeep® Renegade in all its forms
to be what millennials want to drive. We want
the target to know that as they go on
adventures and utilize the car’s features, this
Jeep® is more than just a car, but is also a
loyal companion and friend which makes it
second to none.
Communication
Objective
4. Industry
Trends
The Jeep® Renegade is an Italian
subcompact sport utility vehicle built
and distributed under the Fiat
Chrysler Automobiles merger.
For the Jeep® market, the new
addition of the Jeep® Renegade led
to a nearly 159 percent sales increase
and a double in market share from 0.3
to 0.6 percent. (PR Newswire)
The subcompact SUV will continue
to grow in popularity. The category
owns approximately 11 percent of
the U.S. car market.
Millennials are typically not
concerned about all the big
features that come with larger
SUV’s.
5. Points of Differentiation
The Jeep® Renegade is the most lightweight, efficient and eco-friendly
subcompact SUV on the market.
The Jeep® Renegade sports many traditional Jeep® features that other brands
fail to even recognize in their own models in a meaningful way.
The My Sky™ dual panel roof can be fully closed, slightly retracted or totally
removed. The panels are easily stored in the rear cargo area.
The Renegade’s UConnect® hands-free calling system as well as its Selec-
Terrain® control option give the driver simple yet specific solutions to overcome
various internal and external obstacles. (Jeep Renegade)
6. The
Technology
Main Idea:
The Jeep® Renegade is a loyal friend and companion that will be
with you throughout life as you explore new heights and cross
new roads.
7. Men and women ages 18-34. Both city dwellers and
suburbanites.
The ideal buyer of the Jeep® Renegade is a fun, outdoor
loving person who enjoys falling off the grid and being one
with nature.
Our target audience makes $50,000 or more a year, and is
most likely not married. If they are, they are new to the family
lifestyle and are fun and active.
Target Audience
Step 3
8. The Jeep® Renegade Trailhawk is rated the best in class 4X4 capability,
earning its Trail Rated® badge.
The car contains little design embellishments Jeep® calls “Easter eggs”
inside and outside the car.
The Renegade Trailhawk starts at a price of $26,990, just below the base
price for a four door Wrangler.
The Renegade is the newest model in the category of B-segment SUV’s.
With its My Sky™ roof, the Renegade was named one of Ward’s 10 Best
Interiors in 2015.
ConsumerSupportingSupporting Facts
14. 2016 Tough Mudder Races
Jeep®Renegade and Tough Mudder
#NeverRaceAlone
The Jeep® Renegade Brand kicked off it’s 2016
partnership with Tough Mudder on Nov. 13 at the
“World’s Toughest Mudder” event at Lake Las Vegas in
Henderson, Nev.
The team or individual who wins each race will have the
opportunity to test drive a Jeep® Renegade, and will be entered
into a drawing to be held after the last race of the season to win
their very own Jeep® Renegade Sport.
At Tough Mudder Events in
2016, participants and
spectators will view live
demonstrations by professional
drivers.
15. April 2016
April 16: Los Angeles
April 30: Arizona
May 2016
May 7: Atlanta
May 7 & 8: Ohio
May 21: Chicago
May 21 & 22: Central Texas
May 21 & 22: Philly
June 2016
June 11 & 12: Kentucky
June 11: Virginia
June 18 & 19: Whistler
June 18 & 19: New England
October 2016
October 1 & 2: Wisconsin
October 15 & 16: SoCal
October 29 & 30: Las Vegas
September 2016
September 10 & 11: Toronto
September 10 & 11:
Pittsburgh September 10 &
11: Colorado September 17 &
18: Michigan September 24 &
25: Seattle
November 2016
November 12 & 13: Nevada
World’s Toughest Mudder
2016 Tough Mudder Race Schedule
16. 2016 Tough Mudder RacesSocial Media Tie-In
The winners of each race will be flown to Las Vegas
to participate in the World’s Toughest Mudder
event, and the winner of the drawing to win a
Jeep® Renegade will be announced live at the
conclusion of the event via both Twitter and
Instagram.
Participants will be encouraged to tag
@renegadesummit in their race photos and tweets.
The posts will be live-streamed on large screens
throughout the event.
